Adidas faces boycott calls over promotion featuring ex-IDF soldier who lost leg in 2021

Live updates

1. 7d ago

   Adidas issues apologies after campaign featuring ex-Israeli soldier sparks boycotts

   Adidas apologized after an Israeli advertising campaign featuring Shalev Biton, a former soldier who lost his leg in 2021, triggered global boycott calls. The promotion for the Single Shoe service, which allows customers to buy one shoe instead of a pair, was created by a local team and was not a global initiative. Adidas Arabia also issued a separate apology, stating it is taking regional sensitivities seriously. Critics, including actor Javier Bardem, linked the imagery to amputees resulting from military operations in Gaza.

   Why it matters

   The Single Shoe service targets athletes and customers with limb differences. The controversy centers on the identity of Biton as an IDF veteran during ongoing conflict in Gaza. This has shifted a local service promotion into a geopolitical dispute.

   What is confirmed

   • Adidas apologized after a local campaign featuring a former Israeli soldier raised concerns.
   • The campaign promoted the Single Shoe service, allowing customers to purchase a single item instead of a pair.
   • Shalev Biton, who lost his left leg in 2021, was featured in the promotion.
   • Actor Javier Bardem backed calls to boycott the brand.
   • Adidas stated the promotion was created by its local team and was not part of a global campaign.

   Still unconfirmed

   • Adidas Arabia issued an apology regarding regional sensitivities.
   • The 2021 injury to Shalev Biton occurred specifically during the Israel-Gaza conflict.

   What to watch next

   • Whether Adidas removes the imagery from all Israeli outlets
   • Further statements from Adidas global leadership regarding regional marketing guidelines
   Sources used for this update (6)

   1. dialoguepakistan.com — Adidas apologises after boycott calls over campaign featuring ex-Israeli soldier
   2. novaramedia.com — Javier Bardem Joins Calls to Boycott Adidas Over Ad Featuring Ex-IDF Soldier
   3. www.bgnes.com — Adidas faces global boycott calls over campaign featuring former israeli soldier
   4. www.foxnews.com — Adidas apologizes after ad featuring former Israeli soldier who lost leg draws boycott calls
   5. allisraelnews.com — Adidas apologizes over Israeli campaign featuring disabled IDF veteran amid boycott calls
   6. madhyamamonline.com — Adidas Arabia issues apology over campaign featuring former Israeli soldier
   confidence 90%
2. 9d ago

   Adidas Faces Boycott Calls Over Ad With Former IDF Soldier

   Sportswear brand Adidas issued an apology following intense online backlash and boycott calls over a local advertising campaign in Israel. The promotion featured Shalev Biton, a former Israeli soldier who lost his left leg in 2021, as part of the brand's Single Shoe Service initiative. Biton was one of eleven disabled athletes displayed on posters in stores across Israel. Critics and public figures, including actor Javier Bardem, targeted the company on social media, drawing a contrast between the commercial feature and the thousands of amputees resulting from military operations in Gaza.

   Why it matters

   The controversy erupted around the Single Shoe Service, an Adidas initiative offering single shoes at half the price of a pair for individuals with amputations. The campaign drew severe criticism amid the ongoing Gaza conflict, where World Health Organization figures indicate thousands of traumatic limb amputations and severe extremity injuries have occurred. The intense public reaction forced the sportswear giant to address the promotion publicly.

   What is confirmed

   • Adidas apologized on Monday after facing backlash and calls for a boycott over a local advertising campaign in Israel.
   • The promotion featured Shalev Biton, a former Israeli soldier who lost his left leg after being wounded in 2021.
   • The campaign centered on the Single Shoe Service, which allows customers needing only one shoe to buy it for half the price of a pair.
   • Shalev Biton was among 11 disabled athletes featured in posters displayed at Adidas stores in Israel.
   • Spanish actor Javier Bardem and pro-Palestinian activists joined calls for a boycott of the company.
   • World Health Organization estimates show military operations in Gaza have resulted in over 5,000 traumatic limb amputations.

   What to watch next

   • Further official statements or policy changes from Adidas regarding its local marketing initiatives
   • Potential commercial impacts or formal actions taken by retail partners and consumer groups
   Sources used for this update (9)

   1. The Times of Israel — Adidas faces boycott calls over promotion featuring ex-IDF soldier who lost leg in 2021
   2. Al Jazeera — Adidas faces boycott calls over campaign featuring former Israeli soldier
   3. The Jerusalem Post — 'Single shoe' Adidas ad campaign with disabled IDF vet stirs controversy
   4. Middle East Monitor — Adidas faces boycott calls over Israeli veteran in single-shoe campaign
   5. VINnews — From Loss To Purpose: Wounded IDF Veteran Helps Amputees Feel Seen With Adidas Initiative
   6. Dawn Images — Adidas faces backlash after making Israeli soldier face of its Single Shoe Service campaign
   7. www.anews.com.tr — Adidas apologizes after campaign featuring former Israeli soldier sparks boycott calls
   8. news.ssbcrack.com — Adidas Faces Boycott Calls Over Campaign Featuring Former Israeli Soldier Amid Gaza Conflict
   9. en.royanews.tv — Adidas apologizes over campaign featuring former 'Israeli' soldier
   confidence 100%